Top social media fails of 2013

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UK supermarket chain Tesco started the year off with this gem. Note to the folks setting up automated tweets on this account: Maybe "hit the hay" is not the right phrase to use right in the middle of a horsemeat scandal. In fact, the company's account was talking about that very subject when this ill-timed tweet posted.

UK supermarket chain Tesco started the year off with this gem. Note to the folks setting up automated tweets on this account: Maybe "hit the hay" is not the right phrase to use right in the middle of a horsemeat scandal. In fact, the company's account was talking about that very subject when this ill-timed tweet posted.

Someone operating Twitter for music chain HMV live-tweeted the firing of 190 staff members from the branded account. When the marketing director, who wasn't fired, discovered what was happening, he jumped into action, asking 'How do I shut down Twitter?'" Of course, they livetweeted that too.

Someone operating Twitter for music chain HMV live-tweeted the firing of 190 staff members from the branded account. When the marketing director, who wasn't fired, discovered what was happening, he jumped into action, asking 'How do I shut down Twitter?'" Of course, they livetweeted that too.

They posted what on Twitter? You did not just post that on Facebook. From pasta companies to phone companies, here are some of the big messes brands made in 2013. I did this list for 2012, and it's a close race as to which one is better. Let me know what you think by tweeting me at @scottkleinberg.By Scott Kleinberg, Chicago Tribune social media editor